In a decade that has seen a new monarch, Covid, the war in Ukraine, numerous Prime Ministers and many other significant world events, Pete Whiteman, co-owner of Woodbridge gift shop Amore, a Greats 2025 finalist, looks back over the past ten years when he and his wife Jelena re-located their gift store to its current home in 2015.
“We have seen how the town has changed in becoming more of a tourist destination, the changing patterns of the public in how they spend their hard-earned wages,” Pete told GiftsandHome.net. “We have seen Saturday staff leave and go on to university to flourish with great new careers. We have seen loyal customers and their families grow up to become customers in their own right. We have been nominated four times for a Greats Award, so somethings must have been at a consistently high level over the last ten years. But, above all, we have never compromised on customer service and giving our customers a feelgood experience. If we had to have a tag line, it would be “old fashioned service with a modern twist.”
He says that looking back over the past decade, tastes have changed, with Amore’s list of suppliers adapting accordingly. “From the opening days of Cath Kidston – which was hard to obtain at the time, and the two metres of Woodwick candles in numerous colours and scents – to the current day, our products have evolved to include a mountain of Jellycat, as well as Roka bags,” highlights Pete, adding that there have also been a raft of suppliers which have stood the test of time. “Some of these include Wrendale Designs, Ashleigh and Burwood, Equilibrium from Joe Davies, as well as giftware that has gone full circle such as Paddington related items.”
Reflecting on Amore’s move to its current location, Pete recalls: “The move came about late on a Friday afternoon before heading to Harrogate in July 2015. Liquidators had just put a notice on a store about 150 yards away from our original Amore at a time when we were thinking of expansion. We talked it over on the Friday night and on the way to Harrogate on the Saturday, and by the time we arrived it was decided to go for it. So that Monday morning, before entering the show, we sat in Wetherspoons, had breakfast, and at 9.01am called the liquidators to register our interest ahead of other potential retailers. Ten years ago, good retail units were more sought after and harder to find – another change in the high street. We put in a bold confident offer and then had to wait of a couple of weeks. Many an order was placed at the show with fingers crossed.”
Continued Pete: “Time marched on, refitting started and then came the time to close the old store and move. Being only 150 yards down the street, units and stock could be seen in a line parading down the road on a series of sack barrows utilised by a team of hard working, dedicated staff. As you can imagine, we got some great looks and comments!”
During this period, Jelena, unfortunately, had to undergo back surgery. “I can remember going to the new store one night after a hospital visit and being hit with a massive wave of pride at what the team had achieved in the displays and the merchandising,” says Pete.
He remembers that, “opening day came in a blur as it was only six days after closing the old store, and it was a success from day one, with the town and the public giving us great support and encouragement.”
Back to today, Pete says that one thing that he and Jelena can both say, is that the gift industry is still a wonderful place to do business. “Therefore work has always felt like a hobby and not a chore,” he states. “This amazing industry always has a new trend around the corner, or some new designer breaking through, and that’s the exciting thing about it. As we look forward to raising a glass on Amore’s anniversary, we here’s to another ten years of events and stories to tell, as well as finding the next new trend.”
In addition to Amore, Pete and Jelena also own a second store in Woodbridge, the award winning greeting card shop Dzodzo.
Top: Amore in Woodbridge is celebrating a ten year anniversary in 2025.
